Viewpoint

By MartinWebb

12:01AM GMT 06 Dec 2005

I've got a great new idea for a reality TV show. It's called "What Happened When the Cameras Left" and it's going to earn me a fortune. We all know the story beforehand - awful homes, tatty gardens and snotty brats all made good in less than 60 minutes.

A knowledgeable and caring presenter nudges the willing but inexperienced contributors towards enlightenment and all is well. Houses are changed, gardens are decked and kids sit quietly on the naughty step. But what happens when the door slams behind the camera crew and the subjects are left to ponder their 15 minutes of fame?

How long before magnolia vinyl silk is sloshed over the chinoiserie mural? How quickly will dandelions emerge from the decked and pebbled patio? Will little Jack remain tantrum free until the end of week? These are the things we really want to know. The nitty gritty - hardcore and edit free. How soon do these carefully choreographed snippets of real lives succumb to the chaos that buffet us all as we strive to carve out an existence?

The reason I bring this up is the spectacular ascent of business as the hot new reality TV topic. With Risking It All (I confess to being the presenter of this one), Dragon's Den, The Apprentice and Make Me a Million, business is the new rock'n'roll. Why bother with paint jobs and potted plants when you can see people in real stress, losing their own money and possibly the plot. It's scary stuff and riveting viewing.

But a warning to the TV powers that be! Showing the intrigued public the upside of running a business is one thing - a cash drenched lifestyle, lording it over servile employees, wheeling barrow loads of cash down to Barclays, needs to be balanced by what might go wrong. It's a stark truth that bankruptcy, relationship breakdown and depression are all more commonly associated with starting a business than anything glamorous.

The makers of Changing Rooms would be justified in thinking that their viewers might be tempted into the odd dodgy makeover, having watched Mr Llewellyn-Bowen once too often. But what about the audience of this new breed of business programme? What responsibility do the programme makers have to the viewer when the stakes are so high? Will they eventually need to add a wealth warning stating the perils of dumping the nine to five? Will they be too busy defending class actions brought by failed square-eyed entrepreneurs? The old TV adage of "don't try this at home" will have never rung so true.

As a nation obsessed with the bug-eating exhibitionism of I'm a Celebrity, there are undoubtedly those among us who are about to pile cash into ill-advised ventures based on what we've seen on the box. That is why the TV execs have a duty to differentiate between the different genres of reality show induced behaviour. That requiring a trip to Homebase to put right is one thing. A lottery win and a dash to the cardiac unit is something quite different!

A balance needs to be achieved between titillation and education. For every viewer wishing to engage with the trials and challenges of setting up in business, there will be a gaggle desperate to see the hapless contributor lose everything. Why is there something strangely comforting about seeing failure at an endeavour we can't be bothered to try ourselves? Our lack of confidence, energy or ambition can all seem perfectly justified as we see financial meltdown deliciously unfolding before our eyes.

My own small contribution as presenter of Risking It All involves offering hands-on advice to people who have already committed to striking out for financial freedom. Since we follow their trajectory for up to 12 months, the advice I give is aimed at real-life solutions and not just a TV quick fix. Many of the contributors have been truly inspiring. If that enthusiasm can rub off on the viewing public, without raising misleading impressions of easy money, then we've made something positive.

For now though, I'll stick to presenting and leave the programme making to the experts. Getting the balance right between keeping the viewer tuned in and entertained, while remaining objective is an absolute nightmare. Give me an old-fashioned business conundrum or ropey balance sheet any day!

Martin Webb is a serial entrepreneur. He is also presenter of Channel 4's Risking It All.